Industry News | May 24, 2006

Ben & Jerry's Searches for 100 Most Cone-Worthy Americans

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To celebrate the introduction of The Cone--an all-natural waffle cone--Ben & Jerry's is calling on Americans to nominate someone they know who deserves to be coned this summer in the "Random Acts of Cone-ness" Contest. One hundred nominees will be selected to get coned and receive a special delivery of The Cone in Cookie Dough® and Cherry Garcia® flavors.

The Cone from Ben & Jerry's is the first super-premium ice cream cone of its kind available to ice cream lovers. Chocolate Chip Cookie Dough features vanilla ice cream with a cookie dough swirl and fudge chunks, and Cherry Garcia features cherry ice cream with sweet dark cherries. Each flavor is topped with fudge chunks and served up in an all-natural waffle cone coated with chocolate on the inside. The Cone is available at supermarkets and convenience stores nationwide. The suggested retail price (SRP) for a multi-pack of three cones is $3.99, and for a single cone the SRP is $2.19.

"Every day, ice cream lovers across the country are doing cone-worthy acts that make them stand out above the rest," says Lisa DeNatale, Ben & Jerry's director of marketing. "We think everybody must get coned this summer, but we're looking to give 100 cone-worthy Americans a sweet reward for actions that inspire the most creative nominations. Whether for their cone-geniality or a cone-tribution they have made to society, we want to hear about it."

To nominate someone to get coned, entrants must submit a creative essay of 100 words or less describing why the nominee deserves to get coned by Ben & Jerry's. The nomination statement must include the words "cone" or "coned" and describe the actions and activities--the Random Acts of Cone-ness--that make the nominee cone-worthy. Cone puns are not only cone-doned but greatly appreciated. Creativity is encouraged in the form of rhyming entries, such as poems or limericks. Entries will be judged by a group of independent judges based on the following criteria: originality/creativity; "cone-worthiness" (relevance to theme); humor; and clarity of expression. Entries may be submitted by visiting www.benjerrys.com between May 19 and June 30, 2006.

One hundred Grand Prizes will be awarded, each consisting of an ICBM (Ice Cream By Mail) of one multi-pack of each flavor of The Cone (Cherry Garcia and Chocolate Chip Cookie Dough; each multi-pack contains three cones). Approximate retail value of the Prize is $43. Prizes will be shipped from Ben & Jerry's to winners at the address provided by the entrant on the nomination statement during the week of July 31, 2006. The Entrants who nominated the 100 Grand Prize winners will each receive a multi-pack coupon for The Cone. Approximate retail value $4 each.